For consumers who now learn about Kellogg’s ownership as a result of this controversy, the deception launches a domino-effect of lost trust. As one consumer wrote on Kashi’s Facebook page:

“Yours is the only brand cereal I have bought for years. Not anymore! You are despicable. Everything you supposedly stand for is a lie.”

Kellogg has made a pledge to “greater transparency” in its corporate responsibility report. That transparency should extend to full disclosure about the brands it owns—not only on Kellogg’s website but on the packaging of the products themselves.